Price, own brand, vertical supply chain, decathlon with these three magic weapon in the electricity business tide lock the consumers.

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In electrical contractor so crazy market in our country, there are a brick-and-mortar retailers can clap breast said we are not afraid of electricity?In fact really have.Most people think about the weekend which department?One is the ikea, another is the decathlon.All the same blue color, the same open display, ikea is everyone sitting room and bedroom, decathlon is a children's playground.Stepping on a bike and scooter around them, on the trampoline is not down, very easy release parents hurried to the treadmill run two step, or garment district change garments according to the selection of clothes, this is the most typical decathlon weekend three half day tour.

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Many people think, decathlon is the sports brand & other;Ikea & throughout;, they are magic weapon against electricity key experience economy.Buy decathlon let customers like a duck to water, but will only appear when you called, five items of clothing try a not buy no one give you face.Is not only a child, decathlon encourage all people to try their products, roller skating, cycling and fitness equipment.Roller skating area in the center of the large space as the slip zone, standing around the rail convenient beginners, in addition to rollerblading, helmet with a full set of protective devices to be able to wear upper body.Resulting attrition rate for traditional stores flesh aches, but decathlon think it is a part of business.

In addition to experience area, each decathlon stores outside has a playground, basketball court, badminton football pitches, with five people often hold weekend with a variety of activities, and professional coaching.Large number of stores electricity packed in business even shut down, decathlon but never lack of customers, the invoicing often lined up to more than 10 minutes.

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But alone & other;Experience economy & throughout;Four words are not enough to explain the decathlon's password.Recently some with decathlon pattern similar foreign brands also began to enter the market in our country, but the brand awareness with decathlon is a far cry from.As early as several years before this, gome holdings had invested gome sports, intention to copy this model, but did not bear fruit.

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Understand that in the electrical business arise in the future, the decathlon does not resist electric company, in 2010, decathlon did not attain the goal of the shop in the store layout, choice of the day with cat decathlon, start with the aid of electric business platform on two legs.Four years in the future, decathlon electric business platform has been a 300% increase, but its offline platform keeps 50% of growth.Electricity did not affect the growth of decathlon offline expansion, future decathlon still stores as a priority.

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Others learn not to come, electricity can defeat, decathlon what is the secret?

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the first article is not cheap, is a ratio of

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RMB 30-40 quick-drying T-shirt, more than one hundred running shoes, the decathlon recommended cost-effective products are known as blue goods, they are in the market the most prominent position, cost at least 20% less than other similar products in the market.& other;The goods while the gross profit margin is low, but high inventory turns, to attract a lot of popularity.Throughout the &;Li yan, general manager of the former gome sports said.This can explain why tail cargo goods at lower prices is hidden in a corner, the inventory quantity is limited, do not bring large quantities of sales.

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Counterparts in China trying to price, high-end market, decathlon is firmly grasp the main mass consumption.Li ning to upgrade the timing was not mature brand paid a terrible price, and the decathlon identified & other right from the start;The mass line throughout the &;, though it comes from the birthplace of the luxury goods in France.In China, two-thirds of consumers belong to the price sensitive, their brand loyalty is extremely low, & other;Rival to cut prices as long as 20 yuan, they immediately abandon you & throughout;.

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But at a low price is not a magic weapon of decathlon.Although in the interview, the word was also decathlon executives repeatedly mentioned.Only the low price, decathlon can not win taobao with fake, even on the day the cat decathlon flagship store sales are still leading the way.Have counterparts irony the decathlon to sell cheap the price of the brand, but the decathlon in blue goods to prove the facts on the contrary, cost performance is the core of its success.

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Decathlon in 2010 had launched a $49 catch a pullover, fabric density of 200 grams, at the same price of the product density is less than 200 grams, the density of fleece comes higher means that the better the warmth retention property.The catch a pullover fame, travelers can called & other;God garment & throughout;, has been selling hot for several years.Decathlon waterproof hiking shoes adopt self-developed NOVODRY fabrics, the price is in 300 yuan, and outdoor brands waterproof hiking shoes price is in 500 yuan of above.A special agent do quick-drying clothes they told this reporter, decathlon sells 30 multivariate quick-drying T-shirt in the industry seems to have close to cost, & other;Online more than a dozen pieces of quick-drying T-shirt did not really quick-drying, fabric cost is not enough & throughout;.In order to maximize cost savings, decathlon all shoes without shoebox, this once let consumers is difficult to accept in our country.

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Decathlon don't think you can compare with high-end professional brand, but on the same price it gave a better choice.With the price of the blue item wallop, decathlon's influence has gone far beyond the sports field.In 2014 she brand a $29 backpack accident, from students to aunt is back, became a veritable & other;Street package & throughout;.2012 uniqlo had light down jacket to detonate market price 499 yuan, a year later decathlon launched light down jacket costs 399 yuan, in 2014, decathlon light down jacket has been cut off a big piece of cake of this market.

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Article the second

own brand loyalty

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Decathlon another advantage is that the whole category of cover, from the outdoor sports, running to riding with fishing, again small all the sports fans will not return empty-handed.Decathlon in accordance with the movement, divides the 20 is the brand category of the most famous brand in our country, she with mountain have for outdoor sports, fitness brand Domyos, running brand Kalenji, bicycle brand B & # 39;& # 39;Twin roller skating brand Oxelo.In the decathlon, many goods light shape probably couldn't guess the USES, such as trident identical foot massager with strength training elastic band, which is around one of the joys of decathlon.

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It is interesting to note that consumer awareness of the brand is not nearly as decathlon, many people only see feet shoes is bought in decathlon, say out the name of Kalenji.Li yan think this is the characteristics of the decathlon, & other;Every brand alone is not much influence, together force came out.Throughout the &;In the retail industry, the independent brand has always been regarded as the commanding heights of the enterprise development, wal-mart, carrefour in vigorously promoting independent brands, but none of the decathlon in this way, more than 90% of the goods in the store is own brand.

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Decathlon product level for entry level rather than the events, it is facing the main groups & other;Movement throughout the small white &;Rather than enthusiasts (though on this point, decathlon executives have different views).Those not spray decathlon online professional travelers also acknowledged that many people & otherFor the first time & throughout;Begin from decathlon.A German bicycle brand agent told me that his first bicycle is bought in decathlon, & other;Decathlon of bike is made in shenzhen, in decathlon of parts, materials and workmanship, now the price confirmed lose money.But its accessories like a clock, helmet, kettle and that kind of money.Throughout the &;Although no two years in an imported car, but he doesn't think decathlon strategy what is wrong, & other;Entry-level significance is to make more and more people are in contact with the bicycle, throughout the campaign & can be loved;.

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Decathlon of brand loyalty is not equal to & other;Lifetime consumers & throughout;, regardless of the running, hiking, or cycling, skiing, many people have started with decathlon, playing for a year or two after change advanced brand, some people will buy more of your professional brand.Column, such as running, introduction to decathlon Kalenji do very good, light, shock absorption, low enough.But when you're running four times a week or more 5 kilometers, 10 kilometers even ready to try, you will be considered in Nike, adidas, or the Bronx, suo kangni love.

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Article 3 of the highly vertical supply chain,

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Before the decathlon, the sporting goods industry in our country has two modes, the first one is li ning, anta manufacturers, from design, production to the dealer channel single-handedly done, the other is a deep bo, across the world such a brand agent, hand carried out many foreign brands at the same time, through the layout of the terminal stores to improve channel value.Recently several years as a national fitness fever, appeared like pathfinder, kailin, three, new brand, but nothing more than the above two kinds of operating mode.

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Decathlon is on both ends of control of the industrial chain, the product design, raw materials procurement, and market operation to grasp in his own hands, in the middle of the manufacturing by the OEM.It's like ikea, with unique design, compressing the supply chain cost with self-built store brand competitiveness.Decathlon France headquarters with France's second-biggest design center, known as the second only to Renault, global sales of all products are from here.Decathlon in 2012 leading launched just two seconds can open outdoor tents, and set a tent before need two adults spend at least half an hour, the lazy man tent once launched by the market, peers and into.

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Decathlon in accordance with the sports category rather than design the product according to the region, that is, global decathlon stores selling styles are the same.Chinese consumers often complain about decathlon clothing long sleeve length and height of the significant, version type is more suitable for the European and American people.But in terms of supply chain, the design of as little as possible to complete mass production cost optimization.So the design of decathlon clothes over and over just a few samples of each season only in with the details of design and color changes, like uniqlo, the same is given priority to with basic.

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In 2003, decathlon opened the first store in pudong in Shanghai, at the same time the Asian headquarters moved to Shanghai from Hong Kong.In fact as early as in Shanghai branch was established in 1995, decathlon is, it is one of the decathlon 20 global sourcing company.Data shows, decathlon production base of 16 countries around the world, is one of our country.Decathlon in China factory located in east China and south China, such as textile factory is located in the Shanghai area, and bicycles from shenzhen factory.Decathlon the statistics agency said goods accounted for more than 40% of production in our country, our country the same mall is more than seventy percent of the goods is made in China.But now with China's labor costs rise, in part, the order was moved to southeast Asia, such as many of the shoes were made in Vietnam.

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Decathlon pursues a global sourcing, some high technical content of the materials, which are given by the designated supplier need to purchase from abroad to our factory, after this is called & otherCustomer-supplied & throughout;.And, more importantly, decathlon in China market sales of the product with the same European testing standards.Usually supermarket shoes area flavor is very heavy, and the decathlon shoes smell what flavor, the clerk told me that decathlon shoe from skin expect glue in accordance with the eu certification standard, testing more strictly for children's shoes.Someone special to buy children's clothes, decathlon is took a fancy to safety and environmental protection.

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Of decathlon in China for ten years and led to the growth of the supplier.Your correspondent found on the Internet a yoga mat manufacturer located in Shanghai, said that it is decathlon supplier of ten years, at present the company to brand selling its own production of yoga MATS, than the decathlon more cheaply.Many vendors are trying to do export to domestic market, some already have your own brand, more and more is still in groping.

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Decathlon, of course, in the face of the competitive environment is becoming more and more heated, retailers are also trying to enter the sports goods, metro shopping malls in Beijing in 2014 increased by more and more outdoor sports clothing, such as camping tents with running shoes.& other;These should be this is the primary source of direct with the factory cooperation, to be able to get the optimal price, the gome sports and so on.Throughout the &;Li yan said analysis.Decathlon model is unique, but our market is so big, the decathlon outshine others in sports stores may also change, & other;Confirm the potential for the development of sports leisure, the successor and opportunities throughout the &;.